Campaign details

Agency: 360 MARKETING & COMM.
Country: Spain

Background

Bodegas Barbadillo, founded in 1821, is one of the 10 oldest family businesses in Spain. Castillo de San Diego, known to all simply as Barbadillo, is the leading white wine in Spain. It is a dry white wine.

In the early 90's Barbadillo launched a semi-sweet white wine named Maestrante.

The main brand, Castillo de San Diego, suffered erosion after 40 years in the market, many of them as white wine leader. Maestrante having such a similar packaging suffered this erosion too.

Maestrante had flat sales since shortly after its introduction to the market. Despite several repackaging projects the brand didn't seem to improve sales.

National Context of the Campaign

Barbadillo is a renoun brand with a distintive packaging, both Castillo and Maestrante have been vastly imitated by competitors.

Following a "me too" strategy one of the competitors launched lookalike products. The brand name is TIERRA BLANCA. They even hired the same designer that created Barbadillo's bottle.